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Sunday, March 26, 2017
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Marketing

Get out from under your desk

It’s easy to get lost in the minutiae of hotel marketing. Tasks like creating marketing assets, engaging with your audience on social media and analysing data pretty much guarantees that you’ll be fixated on your computer screen for most of the day. However, marketing that has the most impact and produces the highest amount of conversion requires creativity and knowing …

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Predictive intelligence: the path to loyalty & beyond

I once stayed in the most charming bohemian B&B owned by a Belgian chef. From the twice-weekly supper club to the eclectic artwork, everything about this B&B was special, but more than those things, it is the relationship I developed with the owner that keeps me wanting to go back. Upon my leaving, she said: “Next time, when you write …

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10 secrets of luxury hotel websites (part two)

Here’s part 2 and the final five tips for luxury hotels and resorts: 6) Luxury hotel websites synthesise design and e-commerce Clearly, luxury hotels need to be vigilant about their online presentation and perception, but the savviest upscale properties understand that e-commerce tactics and visually arresting design CAN coexist beautifully … and profitably. A few elements to keep in mind: …

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Valentine’s Day just two weeks away

For hotel directors of sales and marketing, Valentine’s Day is less about romance or showing one’s affection and more about delivering some semblance of occupancy during the traditionally lower-revenue tail-end of summer months (outside of the school holidays). Most plans are ideated and drawn out in broad strokes in late fall or prior to the holiday season, with tactical execution beginning …

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10 secrets of luxury hotel websites (part one)

Unique amenities, exclusive experiences and personalised service used to be the proprietary domain of luxury hotels … but now these offerings have become mainstream in hotels from midscale upwards. This means that high-end hospitality brands have had to raise the bar even higher to convey an extraordinary guest experience and differentiate themselves in meaningful ways. But this isn’t easy in …

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Tourism Tribe shares video prepping providers for Chinese visitors

Tourism Tribe, an online learning hub for tourism businesses, has released a program of new educational tools to help tourism businesses get ready for Chinese visitors. Through a partnership with University of Queensland and China experts, industry can now access online advice about digital marketing, social media, customer service and culture to plan their approach to the rapidly growing China tourist market. The China …

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Adding the personal touch in an age of digital communications goes a long way

There’s no replacing the personal touch in hospitality. In an age when chatbots and messaging platforms are speeding up communication, the importance of slowing down to talk with guests is more important than ever. According to a prediction of travel trends by Booking.com, travelers in 2017 will place huge importance on interacting with staff, and appreciate that the human touch is unique. While …

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Tell guests why they should book direct

Constantly remind guests that booking direct is better by prominently displaying your direct booking benefits on all of your marketing channels. One of the simplest and most impactful ways you can convince your guests to book direct is to tell them WHY they should. After all, once a customer finds you on an OTA, the first place they usually go …

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Is calendar integration the next step for accom?

Another day, another sharing economy innovation: Uber has launched a new app service that allows it to sync up with users’ personal event calendars. How might this apply to the accom sector? The idea is that the app interprets data in the user’s calendar to recommend destinations for upcoming meetings, etc. It’s an interesting concept that relies on users agreeing …

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When millennials grow up: Part One

Globally the influence of Millennials on travel and on marketing has been profound. In the US, Millennials are as large a generation cohort as Baby Boomers. In China, they are a smaller generation numerically thanks to the one child policy. But as the first generation to benefit from China’s astonishing economic growth, 80’s children (as they are known) are a …

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